Case Study:
Audacy Evergreen Content

Building Evergreen Content Powerhouse for Consistent Traffic and Improved E-A-T

Client:

AUDACY, INC (formerly Entercom)

Industry:

American broadcasting company, the second largest radio company in the United States, owning over 220 radio stations across 47 media markets.

Goal:

Increase organic traffic to the website through a sustainable content strategy.
Create high-performing content that remains relevant ("evergreen") for long-term traffic generation with minimal ongoing curation.
Earn high-quality backlinks through content shareability and social media promotion.
Enhance Expertise, Authoritativeness, and Trustworthiness (E-A-T) of the website.

Solution:

A content creation strategy focused on developing evergreen content pieces. This involved:

Topic Selection: Identifying topics with consistent search volume and long-term relevance. We used keyword research tools and trend analysis to ensure long-term value.
Content Quality: Creating high-quality, informative, and well-structured content that provides value to the target audience. This included using clear language, relevant visuals, and internal linking to related content.
Content Optimization: Optimizing content for search engines using relevant keywords and on-page SEO best practices.
Content Promotion: Implementing a content promotion strategy through social media and influencer outreach to boost content visibility and encourage external linking.
Content Refreshment: Scheduling regular content updates to ensure information remains accurate and relevant. This could involve updating statistics, adding new information, or optimizing content based on performance data.

Results:

Increased Organic Traffic: The strategy resulted in the creation of 200 evergreen content pieces driving consistent organic traffic to the website, generating approximately 500,000 monthly sessions.
Evergreen Content Performance: The case study highlights the success of a specific evergreen content piece: "11 Richest NBA Players." This article https://www.audacy.com/national/sports/gallery/11-richest-nba-players-ranked-by-net-worth , created in March 2022 and updated in July 2022 and February 2023, demonstrates the power of evergreen content:
- Ranked for over 1,000 high-volume keywords on Google's Search Engine Results Page (SERP).
- Generated over 110,000 organic sessions (103,000 clicks) to the website.
- Became a prominent source for Google Featured Snippets on NBA-related topics.
Backlink Acquisition: The high-quality content strategy also attracted backlinks from external sources through content sharing and social media promotion, indicating the website's value and trustworthiness.
Improved E-A-T: By consistently creating valuable, informative, and well-maintained content, the website established itself as an authority in its niche, positively impacting its E-A-T score.

Irina Yekaterinoslavskaya